Islazul, a shopping centre located in a neighbourhood on the south side of Madrid, is considered by this population core to be something outside of it. Though physically close, it is considered distant, remote, and poorly integrated.　Islazul, tｈrough a summer action, wants to be considered one more neighbou, an accountable neighbour, who is emotionally close.

This action turned us into one more of the neighbours and the hotel reached an occupation of 98%. The favourable opinion changed radically, and this action ended up integrating and consolidating the mall´s relationship with the closest clients.

In addition, 142,393 persons visited the website and 107,172 visitors downloaded the hotel´s information.